To succeed in digital marketing, you must use multiple channels of marketing such as your website, social media platforms, paid advertisements, etc. There have been significant changes in the way marketers approach consumers. No longer can you treat all consumers in the same way with the same kind of marketing message. Creating multiple messages for a single campaign across various channels might increase the chances of grabbing the attention of targeted consumer groups. But it still left marketers yearning for more because mass messages only addressed specific consumer groups and not individual consumers.
That led to the development of a new approach in marketing that focuses on consumer or customer engagement with the brand by communicating with them on a personal level.